Marketing Director, LEGO® Games

📌 Core Information

🔹 Job Title: Marketing Director, LEGO® Games

🔹 Company: The LEGO Group

🔹 Location: Billund, Denmark

🔹 Job Type: Full-time, Hybrid (3 days/week in office)

🔹 Category: Marketing

🔹 Date Posted: June 2, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site (with hybrid option)

🚀 Job Overview

Key aspects of this role include:

• Crafting compelling go-to-market strategies for LEGO Games
• Leading and developing the LEGO Fortnite marketing team
• Collaborating with cross-functional teams and external partners
• Driving marketing performance and effectiveness through insights

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of digital marketing, with a focus on games and user acquisition.

📋 Key Responsibilities

✅ Set and deliver marketing plans in collaboration with product leads and game leadership, establishing critical metrics and managing the portfolio and budget.

✅ Lead the LEGO Fortnite marketing team, fostering team growth and ensuring alignment with overall strategy.

✅ Plan and develop marketing briefs for GTM plans and activities, working closely with social and community teams and agencies.

✅ Establish an insights and learning platform to optimize ongoing GTM efforts and serve as the audience and communications expert for the GAME team and broader organization.

✅ Collaborate closely with partners on GTM strategies, ensuring transparency, alignment of plans, and providing guidance on approvals and guidelines.

ASSUMPTION: This role requires a high level of collaboration, both internally and externally, to ensure successful marketing strategies and campaigns.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field. Master's degree preferred.

Experience: 5-10 years of experience in digital marketing, with a focus on games and user acquisition.

Required Skills:

• Strong performance marketing knowledge and proven track record in driving digital product marketing initiatives
• Experience with games in a Live-ops environment and social gaming channels
• Detailed approach to marketing, with the ability to prioritize according to relevant needs
• Good communication skills, both verbally and visually, especially in large organizations with many partners
• Experience with formal/informal leadership of team members

Preferred Skills:

• Experience with community development
• Self-reflective and willing to develop own team leadership skills
• Ability to stay calm and focused in dynamic situations
• Strong initiative and ownership when driving solutions with internal and external partners
• Passion for developing playful experiences and strong creative and systematic problem-solving skills

ASSUMPTION: While a master's degree is preferred, relevant experience and a strong portfolio may be considered in lieu of formal education.

💰 Compensation & Benefits

Salary Range: The LEGO Group offers competitive salaries, with an estimated range of DKK 700,000 - 900,000 (€94,000 - €120,000) annually for this role, based on experience and qualifications. This estimate is based on market research and industry standards for similar roles in Denmark.

Benefits:

• Family Care Leave
• Insurances
• Wellbeing programs
• Colleague Discount
• Bonus scheme

Working Hours: Full-time position with an average of 3 days per week in the office. Flexible working hours and remote work options may be available.

ASSUMPTION: The salary range provided is an estimate and may vary based on individual qualifications and experience. The LEGO Group offers a comprehensive benefits package to attract and retain top talent.

📌 Applicant Insights

🔍 Company Context

Industry: The LEGO Group operates in the manufacturing industry, specializing in the production of LEGO® bricks and related products. They are a global leader in children's play and learning experiences.

Company Size: With over 19,500 employees worldwide, the LEGO Group is a large organization with a strong global presence. This size offers opportunities for career growth and collaboration with diverse teams.

Founded: The LEGO Group was founded in 1932 by Ole Kirk Kristiansen and has since grown into a beloved global brand.

Company Description:

• Purposeful and responsible global brand
• Creativity helps to inspire builders all around the world
• Family-owned with headquarters in Billund, Denmark, and regional hubs in Boston, USA; London, UK; Shanghai, China; and Singapore

Company Specialties:

• LEGO Bricks
• Educational concepts
• Consumer Experiences
• Digital Play Experiences
• Learning-through-Play
• Creativity and Imagination

Company Website: The LEGO Group Careers

ASSUMPTION: The LEGO Group is committed to inspiring and developing the builders of tomorrow through innovative play experiences and learning opportunities.

📊 Role Analysis

Career Level: This role is a senior-level position, reporting directly to the Head of Marketing for LEGO Games.

Reporting Structure: The Marketing Director, LEGO Games, will lead the LEGO Fortnite marketing team and collaborate with cross-functional teams, including product leads, game leadership, and external partners.

Work Arrangement: This role offers a hybrid work arrangement, with an average of 3 days per week in the office. The remaining days can be worked remotely, providing flexibility for a better work-life balance.

Growth Opportunities:

• Potential to expand the LEGO Games portfolio and explore new marketing opportunities
• Chance to develop leadership skills and mentor team members
• possibility to work on global campaigns and collaborate with international teams

ASSUMPTION: This role offers significant growth potential, both in terms of career advancement and the impact on the LEGO Games brand.

🌍 Location & Work Environment

Office Type: The LEGO Group's headquarters in Billund, Denmark, offers a modern and collaborative work environment, with state-of-the-art facilities and amenities.

Office Location(s): Aastvej 1, Billund, 7190, DK

Geographic Context:

• Billund is a small city in central Jutland, Denmark, with a population of approximately 6,500 people
• The city is known for its vibrant cultural scene and close proximity to nature
• Billund is home to the LEGO Group's headquarters and the original LEGO factory

Work Schedule: The hybrid work arrangement allows for a flexible work schedule, with an average of 3 days per week in the office and the remaining days worked remotely.

ASSUMPTION: The LEGO Group's headquarters in Billund offers a unique and inspiring work environment, with a strong focus on creativity and collaboration.

💼 Interview & Application Insights

Typical Process:

• Online application submission
• Phone or video screening with the HR team
• In-depth interviews with the hiring manager and team members
• Final interview with senior leadership

Key Assessment Areas:

• Strategic thinking and marketing expertise
• Leadership skills and team management
• Communication and collaboration skills
• Cultural fit and alignment with LEGO Group values

Application Tips:

• Highlight relevant marketing experience, with a focus on games and user acquisition
• Demonstrate strong leadership skills and team management experience
• Tailor your resume and cover letter to emphasize your strategic mindset and creative problem-solving abilities
• Prepare examples of successful marketing campaigns and their impact on business outcomes

ATS Keywords: Digital Marketing, User Acquisition, Performance Marketing, Games, LEGO, Marketing Strategy, Leadership, Team Management, Collaboration

ASSUMPTION: The LEGO Group's application process is designed to assess candidates' skills and cultural fit, with a focus on strategic thinking and marketing expertise.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• Marketing automation tools (e.g., Marketo, HubSpot)
• Social media platforms (e.g., Facebook, Instagram, Twitter)
• Analytics tools (e.g., Google Analytics, Adobe Analytics)

ASSUMPTION: The LEGO Group uses industry-standard marketing tools and platforms to support their marketing efforts.

👔 Cultural Fit Considerations

Company Values:

• Creativity
• Imagination
• Caring
• Quality
• Responsibility

Work Style:

• Collaborative and team-oriented
• Innovative and creative
• Results-driven and accountable
• Adaptable and responsive to change

Self-Assessment Questions:

• How do you embody the LEGO Group's values in your daily work?
• Can you provide an example of a time when you had to adapt to a significant change in a marketing campaign or strategy?
• How do you foster a collaborative and inclusive work environment, and how have you done so in previous roles?

ASSUMPTION: The LEGO Group places a strong emphasis on cultural fit and seeks candidates who align with their core values and work style.

⚠️ Potential Challenges

• Managing a team with diverse skills and backgrounds
• Balancing multiple priorities and projects simultaneously
• Adapting to a dynamic and ever-changing marketing landscape
• Collaborating effectively with cross-functional teams and external partners

ASSUMPTION: This role presents unique challenges that require strong leadership, strategic thinking, and adaptability.

📈 Similar Roles Comparison

• Unlike traditional marketing roles, this position focuses specifically on the LEGO Games portfolio and requires a deep understanding of the gaming industry
• The LEGO Group's global presence and commitment to children's play and learning experiences set it apart from other organizations in the industry
• This role offers significant growth potential and the opportunity to make a lasting impact on the LEGO Games brand

ASSUMPTION: While this role shares similarities with other marketing director positions, its focus on the LEGO Games portfolio and the LEGO Group's unique mission and values make it a distinct and attractive opportunity.

📝 Sample Projects

• Developing and executing a go-to-market strategy for a new LEGO Games release, targeting both players and creators
• Launching a marketing campaign to engage and retain existing LEGO Games users, with a focus on user acquisition and retention metrics
• Collaborating with external partners to create co-branded marketing content and promotions that align with the LEGO Games brand and values

ASSUMPTION: These sample projects demonstrate the strategic and collaborative nature of the Marketing Director, LEGO Games role and the impact it can have on the LEGO Games brand and business outcomes.

❓ Key Questions to Ask During Interview

• Can you describe the team structure and dynamics of the LEGO Fortnite marketing team, and how this role will fit within that structure?
• How does the LEGO Group support the professional development and growth of its marketing team members?
• Can you provide an example of a successful marketing campaign or initiative that the LEGO Group has implemented, and how it aligned with the company's values and mission?
• What are the key priorities for this role in the first 90 days, and how will success be measured?
• How does the LEGO Group approach work-life balance and employee well-being, particularly for hybrid and remote work arrangements?

ASSUMPTION: These interview questions are designed to assess the cultural fit and growth potential of the Marketing Director, LEGO Games role within the LEGO Group.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience, with a focus on games and user acquisition
• Prepare examples of successful marketing campaigns and their impact on business outcomes
• Follow up with the LEGO Group's HR team one week after submitting your application to confirm receipt and inquire about next steps

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.